WHAT IS AUGMENTED REALITY?

Augmented Reality (AR) refers to the ability to integrate digital data and information with the physical environment. Well- known examples of AR include Snapchat lenses or the yellow “First Down” line visible to viewers during televised football games. In either case, images of real things are augmented with digital elements that aren’t part of the physical environment.  

WHY SHOULD MARKETERS CARE?

Creating outstanding, memorable customer experiences is a strategy that has proved most effective as a differentiator and builder of customer loyalty. AR presents brands with a powerful new means of delivering immersive customer experiences and content. An AR experience is highly innovative, and there is value in the awe that such an experience can create. Good AR experiences also produce better engagement that keeps consumers connected with brands and their content.

HOW CAN IT HELP YOUR BUSINESS?

AR can help brands bridge the gap that may exist between the online shopping experience and a high-touch in-store experience by extending elements of the in-store experience online. For businesses that require consumers to see a demonstration, test, tour, or otherwise experience products for themselves before purchase, AR can let customers experience a product or service in an ideal-use scenario.

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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SEO in 2021: To Keyword Clusters, and Beyond!

SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.

> See all issues

WHAT IS AUGMENTED REALITY?

Augmented Reality (AR) refers to the ability to integrate digital data and information with the physical environment. Well- known examples of AR include Snapchat lenses or the yellow “First Down” line visible to viewers during televised football games. In either case, images of real things are augmented with digital elements that aren’t part of the physical environment.  

WHY SHOULD MARKETERS CARE?

Creating outstanding, memorable customer experiences is a strategy that has proved most effective as a differentiator and builder of customer loyalty. AR presents brands with a powerful new means of delivering immersive customer experiences and content. An AR experience is highly innovative, and there is value in the awe that such an experience can create. Good AR experiences also produce better engagement that keeps consumers connected with brands and their content.

HOW CAN IT HELP YOUR BUSINESS?

AR can help brands bridge the gap that may exist between the online shopping experience and a high-touch in-store experience by extending elements of the in-store experience online. For businesses that require consumers to see a demonstration, test, tour, or otherwise experience products for themselves before purchase, AR can let customers experience a product or service in an ideal-use scenario.

“There’s already so much flashy stuff online that it’s very easy [for an AR activation] to become a gimmick that gets in the way – in order to get around that it either needs to be incredibly interesting or provide utility.”

Hannah Forbes

Strategy Director

Influence at R/GA

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AR? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Nickelodeon: Screens Up

ANA. May 2019

Nickelodeon's app, Screens Up, allows fans to experience TV through eye-popping AR experiences that play concurrently with Nickelodeon linear programming. These AR moments appear to be in your physical space, breaking the fourth wall and spilling into your living room — a first in the U.S. market. The app serves as a robust experience for this enhanced programming, enabling viewers to play games, take polls, and literally affect what happens in the show they're watching.

Bacardi's Snapchat Music Video

ANA. December 2018

In 2017, Bacardi signed a partnership deal with electronic music trio Major Lazer. To announce this partnership to Bacardi’s music-loving millennial audience, the brand used Snapchat to create an interactive music video powered by AR. Consumers could record their experiences and submit them to the brand to become part of the official music video.

Living Wine Labels

ANA. May 2019

To connect with millennial shoppers, Treasury Wine Estates needed a way to share its brand stories at shelf. But with widespread clean-store policies, it couldn't rely on point-of-sale displays or traditional retail channels. The brand instead created Living Wine Labels, an augmented reality app that transformed its bottles into brand storytelling platforms. Appealing to the target audience's appetite for sharable experiences, Treasury Wine Estates released 52 unique AR experiences for over 45 SKUs across 10 brands (and in four languages), garnering three million downloads.

Download Now!

Augmented Reality (AR) refers to the ability to integrate digital data and content with the physical environment. Creating composite views that enhance reality have applications for both consumer marketers and business marketers.

 

ANA Marketing Futures spoke with marketers across the industry to get their perspective on AR’s value and viability as a marketing tool, and created a guide which gives brands a holistic view of AR, including the challenges and opportunities this technology presents.

Hannah Forbes

Strategy Director

Influence at R/GA

“There’s already so much flashy stuff online that it’s very easy [for an AR activation] to become a gimmick that gets in the way – in order to get around that it either needs to be incredibly interesting or provide utility.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AR? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Nickelodeon: Screens Up

ANA. May 2019

Nickelodeon's app, Screens Up, allows fans to experience TV through eye-popping AR experiences that play concurrently with Nickelodeon linear programming. These AR moments appear to be in your physical space, breaking the fourth wall and spilling into your living room — a first in the U.S. market. The app serves as a robust experience for this enhanced programming, enabling viewers to play games, take polls, and literally affect what happens in the show they're watching.

Bacardi's Snapchat Music Video

ANA. December 2018

In 2017, Bacardi signed a partnership deal with electronic music trio Major Lazer. To announce this partnership to Bacardi’s music-loving millennial audience, the brand used Snapchat to create an interactive music video powered by AR. Consumers could record their experiences and submit them to the brand to become part of the official music video.

Living Wine Labels

ANA. May 2019

To connect with millennial shoppers, Treasury Wine Estates needed a way to share its brand stories at shelf. But with widespread clean-store policies, it couldn't rely on point-of-sale displays or traditional retail channels. The brand instead created Living Wine Labels, an augmented reality app that transformed its bottles into brand storytelling platforms. Appealing to the target audience's appetite for sharable experiences, Treasury Wine Estates released 52 unique AR experiences for over 45 SKUs across 10 brands (and in four languages), garnering three million downloads.

Download Now!

Augmented Reality (AR) refers to the ability to integrate digital data and content with the physical environment. Creating composite views that enhance reality have applications for both consumer marketers and business marketers.

 

ANA Marketing Futures spoke with marketers across the industry to get their perspective on AR’s value and viability as a marketing tool, and created a guide which gives brands a holistic view of AR, including the challenges and opportunities this technology presents.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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